>> He wouldn't have hurt that many students with a knife.>> The passion displayed by the survivors of the Florida High School shooting has caught the attention of Dick's Sporting Goods, one of the biggest gun retailers in the United States. CEO Ed Stack announced Wednesday, Dick's is permanently stopping the sale of assault style rifles in all its stores, and won't sell any firearms to anyone under the age of 21, regardless of local laws, telling survivors in an open letter posted on the company's website, quote, we have heard you, the nation has heard you.
Reuters breaking views editor, Rob Cox.>> These are huge measures, they're basically taking a step ahead of Congress, ahead of the legislators, and saying these are the right steps to reduce gun violencein the country. It's really more the impact of the message, I mean, this is a company that has made its business, in many ways, selling these kinds of weapons, selling these kinds of guns, selling ammunition.
It's now said, look, despite the fact that this could unnerve a certain percentage of its customers, it's the right thing to do.>> Businesses from rental car companies to airlines to financial products, like credit cards and insurance, have responded to the #NEVERAGAIN campaign by cutting ties with the National Rifle Association.
Dicks is going even further, urging all elected officials to come up with quote, common sense gun reform.>> This isn't that different than what we saw most recently with marriage equality, if you think about it. In many respects, companies, Wall Street firms, they were far ahead in saying we accept, we're going to offer benefits to spouses, even if they are in the same sex.
I mean, this was the kind of thing that they did way before state legislators, or even the Supreme Court, weighed in on the issue of marriage equality.>> And when it comes to school shootings, Dick's Sporting Goods has decided that this time, quote, thoughts and prayers are not enough.